Law Firm Content Marketing
This presentation has to be one of my favorite presentations Yvette created for a group of lawyers here in South Florida on legal marketing Mistakes. It was a great receptive group of law firms and legal marketers. What I find so awesome about this legal content marketing presentation is the simplicity and honesty of the tasks. Yvette teaches the attorneys how to create an SEO content strategy or how to differentiate your business by creating a niche but rather bringing awareness to the process, steps you should take and the benefits.
In this presentation, you will learn The top 3 things hindering lawyers differentiating from the competition and being successful online:
• Not Developing a Niche
• Not engaging in Search Engine Optimization (SEO)
• Not Building an Email List and Marketing to It
The presentation will cover topics related to:
•Identifying User Personas
•Website content, and more
This presentation on legal content marketing, user personas, and finding a niche was presented for the lawyers at South Florida Bar Association.
3 Mistakes MOST Attorneys Make with Their Online Marketing
About Who is Yvette Valencia:
- Author of Stop Paying Per Click – Get Free Leads –
- Web content professional since 2008
- Co-Founder & COO of We Do Web Content, a national digital marketing firm based in Plantation, national digital marketing firm based in Plantation, Florida. (We specialize in writing search engine- AND human-friendly web content.)
- Six-Sigma Green Belt
Mistake #1: Not Developing a Niche “The most important thing in business is a persona.
People want to know immediately what they’re dealing with And when they think about you dealing with. And when they think about you, you’ve got to stand out in their minds–like one of those characters in a novel.” –Candace Bushnel, Lipstick Jungle
Why Develop a Niche? Carving out a niche does not mean you’ll limit your Carving out a niche does not mean you ll limit your potential clients. Quite the opposite – you open the doors to: more effective marketing – when you position yourself as the expert, your marketing becomes clear and laser-focused more referrals – when you know exactly who your audience is, it opens the minds of your networking partners eliminating the guess work for them new tradeshows and conferences specific to your niche (excellent for networking!)
Selecting Your Niche Start by asking yourself these questions: Start by asking yourself these questions: What cases do I care most deeply about? Which clients do I most closely Which clients do I most closely identify/understand/sympathize with? Who will benefit most from my services? Which area of law do I already know most about? If I were in a room of 500 people and could represent only one of them, who would I choose? Who are the clients that give me the most positive? feedback on my services?
Validating Your Niche A good niche market satisfies at least three criteria: A good niche market satisfies at least three criteria: It has sufficient search traffic to indicate demand. There are proven internet buyers. There are proven internet buyers. It is reasonably accessible in terms of competition. You can explore your niche (and possibly find new You can explore your niche (and possibly find new ones) with Google’s AdWords Tool
Study Your Ideal Customers Don’t overlook the exercise of segmenting your Don t overlook the exercise of segmenting your market (When asked what you do, do you answer: “I represent ‘anyone’ whose been seriously injured in an accident.” This is just too elusive.) Understand that there are groups within your market, each of which will have different problems or desires (different content needs) Speak to the needs of each group through your website’s content and other marketing materials/activities materials/activities
Who Needs Your Services? Take a page from the auto industry’s book and how Take a page from the auto industry s book and how it markets its products to the various segments of its audience. They employ several different ads for singles (sports cars and off roaders) than they do for families (SUVs and minivans). Think about the people who need your services. Then, narrowly target each of these groups with the information they are looking for online.
Mistake #2: Thinking You Can Do Without SEO
Masterfully infusing your keywords into everything you do online will convey one cohesive message, form a theme and get you leads!
Your Website You should have full control and ownership of your domain (URL) and website. If you don’t, buy a new one! Your website should contain your target keywords both on and off-page Its architecture must be user- and search engine- friendly: loads quickly loads quickly easy-to-navigate updated with new content frequently back-end coding (information Google reads)
Keyword Researchy What is it? The process of using tools like your site’s What is it? The process of using tools like your sites analytics or Google’s keyword tool to identify the terms your prospects are using to find your services or products. Why do it? More and more people use search engines to find businesses on the web. Search engines use text to categorize (“index”) web pages. And, research reveals the terms searchers actually use. www.WeDoWebContent.com – 888-521-3880
Where do you get keywords?y g y Your customers! Conduct interviews, surveys and Your customers! Conduct interviews, surveys and focus groups Google Analytics (will not provide referrer Google Analytics (will not provide referrer information if organic user is logged in) Internal site search Internal site search Keyword suggestion tools Competitors’ sites Competitors sites Online and traditional print magazines
Keyword Suggestion Tools Free: Free: Google Keyword Tool Google Webmaster Tools Google Webmaster Tools Google Insights Google Trendsg Google Instant Fee-based (my faves):( y ) SEMRush – Free 1-month trial, then $49/mo Wordtracker – Free trial, then $69/mo, $ /
Benefits of Using KW Tools Saves you money and time Saves you money and time Moves you beyond keyword assumptions Offers you search volume (popularity) and Offers you search volume (popularity) and competition level of each term Reveals keyword opportunities you might be missing Reveals keyword opportunities you might be missing out on (“the riches are in the niches!”) Allows you to compare phrases Allows you to compare phrases
Evaluate Your Keywords Always test your keywords! Always test your keywords! Sometimes certain keywords seem like their on the mark, but upon testing, deliver less than desirable mark, but upon testing, deliver less than desirable results. Traffic alone isn’t the goal. Ask yourself: Ask yourself: Is this keyword relevant to my website? (Offer) How popular is it? (Traffic/conversion potential) Am I being realistic in trying to rank for this keyword? (Competition)
Now that you have your KWs…y y Organize them and create a plan: Organize them and create a plan: Use MS Excel to develop a keyword matrix Create separate worksheets to group related keywords Keep a record of the keywords you have targeted with each of your website’s main pages, their popularity and competition Also, keep a list of the pages (articles, blogs, FAQs) you have created/will create to support your site’s main pages’ keyword focus with specific “anchor text”
Understanding & Satisfying the Searcher’s Intent Why are your prospects using certain keywords and what content should you create?
What is the searcher’s intent?
- Based on the keywords you have chosen to target, analyze where they fit into your buying cycle
- When you understand the “why” behind the search term, you can better support the needs of your prospects – what are their goals when their search is:
- I just want to go to your website
- I want to learn and research my options
- I am ready to buy, subscribe, download
Test Your Navigational Queries Does your website appear in first position on page one when someone searches with your: Website URL Your name (business owner) Your firm’s name? What can you do to improve your performance? Get your firm listed in and REVIEWED on as many business directories as possible (Google Places, Google business directories as possible (Google Places, Google +, Avvo, Facebook, Twitter, Linkedin, Yelp, Merchant Circle, BBB, etc.)
What kind of content is this searcher looking for?searcher looking for? This searcher is vetting law firms and they want to This searcher is vetting law firms and they want to learn more about your firm! So make sure you: Have a solid “About Us” pagep g Delve into your accomplishments and expertise Inform them of the qualities that set you apart from your competitors (i.e., Board Certified) Brag—not really—about the press your services have garnered Have glowing reviews from your current and past customers
Informational = Learn/Research/ This searcher is exploring and looking to learn more before making a decision. So you should create: An FAQ page “How to” articles or videos Free downloadable reference guides or eBooks Beginner tips and checklists Fact sheets
Transactional = Ready to Buy This searcher is ready to buy! So, make sure you This searcher is ready to buy! So, make sure you clearly convey the value of your services to him or her by:y Demonstrating industry insight Offering breakthrough research Exhibiting thought leadership Write content that will engage the influencers and amplifiers in your field and locale Write content that will be cited on news sites and shared on the social networks
Set Goals for Your Content Increased page views and time on site for Increased page views and time on site for informational related content Increased opt-ins (growing your email list) and Increased opt-ins (growing your email list) and referrals from downloadable assets like eBooks, whitepapers, case studies Track what’s important and tweak when necessary.
Content Optimization The art of weaving your keywords into your web content
Web Content – what is it? First, let’s define web content because it is EVERYTHING you find online:
- Landing pages
- Press Releases
- Blog posts
- Paid Ads
- Social Media
- Facebook updates
SEO Content is About Balance You have to write your content in an engaging You have to write your content in an engaging manner and in the proper voice for your reader You also have to write for the search engines You also have to write for the search engines masterfully weaving in keywords so they understand the relevancy of the content This is not always easy to do, but it is the only way you will be able to separate your content from the keyword-stuffed chaff www.WeDoWebContent.com – 888-521-3880
Stick to These SEO Guidelines Never keyword stuff Never keyword stuff Only place keywords into your content when it makes sense and sounds natural makes sense and sounds natural Section headers are a great way to work in keywords Always read your content aloud – if it sounds too Always read your content aloud if it sounds too clunky, rework until it sounds natural
Stick to These Writing Rules Make each page you create about your customer, Make each page you create about your customer, not you! Don’t go on and on about how great your services org g y products are. Instead, tell them about the benefits of your services or products. And, tell them why they should care Recognize and speak to his or her emotions at that particular moment in their search. www.WeDoWebContent.com – 888-521-3880
Be sure you know the condition of your flocks, give careful attention to your herds. –Proverbs 27:23
Staying Top of Mind is Key Business has always been about networking and Business has always been about networking and building relationships. An online business can only thrive if you follow this same principle.y p p It can take a considerable amount of time to build a It can take a considerable amount of time to build a decent size herd. The sooner you get started, the better.
Getting Out There We work with attorneys all over the country, who work iny y, various disciplines of the law. Our most successful clients are those who are involved in their communities. Become a local celebrity! Donate your time, money or both to a local cause Sponsor a local athletic or academic team Book speaking engagements and hold seminars to promote your niche. Make news and make friends with local journalists (write press releases and send them to your contacts)
Gaining That Expert Statusg p Write an eBook or two (or three) about your niche.( ) y Send your list a weekly, bi-weekly or monthly newsletter (email, print or both) announcing new articles, upcoming events, important news and more!and more! Offer these things for FREE on your website. Require the visitor to leave their name and email address in exchange for the free offer. Do so by including a SIMPLE opt-in form at the top right-hand corner of your websitecorner of your website. *Remember to immediately ask folks to confirm their subscription options via a confirmation email. This is know as a “double opt-in.”
Marketing to Your List Follow up on your leads… doggedly! This is Follow up on your leads… doggedly! This is CRITICAL aspect of marketing that is sorely overlooked by many attorneys. You can avoid making this costly mistake. Market to your list with value and sell down they road. Informational/educational marketing is indeed the new black.
In Summary…y Stand apart from the crowd with a niche Stand apart from the crowd with a niche Know your client as well as you know yourself Always be building your email list that is! Always be building… your email list that is! Become the expert D i b i h i i Design a website that is easy to navigate Use SEO to create to drive traffic to your website d i land increase sales Never stop researching, testing and refining
Thank you! Muchas Gracias!y Yvette Valencia www WeDoWebContent comwww.WeDoWebContent.com info@WeDoWebContent.com
For speaking engagements or webinars contact us here: email@example.com
Need help with your legal content marketing? Contact us Now!
Alex is a successful entrepreneur, marketer, and president of We Do Web Content, an Inc. 5000 business. His firm devises content and marketing strategies and produces online content for law firms, medical professionals, and small businesses nationwide.